Gemma Hollyoake

I am proud to be part of Age UK Birmingham and Sandwell, where I have worked for the past 15 years. I began my journey as a part-time care worker and, thanks to the opportunities, support and development provided by the organisation, progressed into leadership roles and have spent the last 11 years as a manager. Today, I am Memory Care Manager, leading dementia and carers' services across Sandwell and Birmingham. Our services support people living with dementia, unpaid carers and families through information, advice, meaningful activities and personalised support that helps people remain connected, independent and active within their communities. We work closely with health, social care and voluntary sector partners to ensure people can access the right support at the right time, improving wellbeing and helping to prevent crisis. What makes our approach different is our commitment to person-centred support and partnership working. We recognise that every individual's experience of dementia is unique, and we work alongside people and their families to provide support that reflects their needs, strengths and aspirations. Through collaboration, innovation and a shared commitment to making a difference, we help people living with dementia and unpaid carers feel valued, supported and empowered, enabling them to live well and maintain the best possible quality of life.

I am fortunate to work alongside a passionate and dedicated team who share a common goal: improving the lives of people living with dementia, unpaid carers and families across Sandwell and Birmingham. My team includes day centre staff, dementia navigators, dementia carers' group facilitators, dementia-friendly activity officers and an incredible network of volunteers, all of whom play a vital role in delivering high-quality, person-centred support. Together, we provide information, guidance, meaningful activities, emotional support and opportunities for people to remain connected to their communities. We help individuals and families navigate the challenges that dementia can bring while ensuring carers feel valued, heard and supported in their own right. What makes our team special is their compassion, commitment and willingness to go above and beyond for the people we support. Every day, they build trusting relationships, create welcoming environments and make a real difference to people's wellbeing, confidence and quality of life. I believe in leading by empowering others, creating opportunities for development and encouraging innovation. I am incredibly proud of what we achieve together and the positive impact we have across our communities. Our success is built on collaboration, shared values and a genuine commitment to ensuring that people living with dementia and unpaid carers receive the support, dignity and respect they deserve.

My journey began 15 years ago when I joined Age UK Birmingham and Sandwell as a part-time care worker. From the very beginning, I was inspired by the resilience of the older people, people living with dementia and families we supported. I quickly realised that making a difference is often found in the small moments: building trust, offering reassurance and helping someone feel valued and connected. Throughout my career, Age UK Birmingham and Sandwell has provided me with opportunities to develop my skills, knowledge and confidence, enabling me to progress through a variety of roles and spend the last 11 years in management. Those experiences have given me a strong understanding of both frontline service delivery and strategic leadership, shaping my approach to supporting people, developing services and leading teams. Today, I am proud to be Memory Care Manager, leading dementia and carers services across Sandwell and Birmingham. I have responsibility for a diverse and dedicated team including day centre staff, dementia navigators, dementia carers' group facilitators, dementia-friendly activity officers and volunteers. Together, we support people living with dementia, unpaid carers and families through a range of services designed to improve wellbeing, reduce isolation and help people live well for as long as possible. One of the most significant lessons throughout my journey has been the importance of partnership and collaboration. Meaningful change happens when organisations, professionals, communities and families work together around the needs of the individual. Building strong relationships and empowering others to succeed has become a key part of my leadership style. Looking back, I am proud of how far I have come, but what continues to motivate me is the opportunity to create positive change for others. Every role I have held has reinforced my belief that compassionate leadership, person-centred support and collaboration can transform lives and communities